One of the neat things about Scope is that we can run landscape campaigns and get amazing data points about brands, movies, television shows, and issues. At any given time, Scope is monitoring millions of videos in realtime delivering key insight to people who are looking to run campaigns for their brand or competitive campaigns to cash in on their competitors marketing budgets.

One of the campaigns running in my account is Coca-Cola. I am a pretty big fan of Coca-Cola because they have done a great job of putting the fizz back into their brand image. Most of their top videos are ones that are professionally created and all their videos have a solid VMI score which have an active community and great viral spread. But as I was watching Scope this evening, I was reminded how advertising no longer can be confined to a target demographic or regional market thanks to social platforms. There are always people out there that will be happy to create a message around your brand for you, good or bad. The best thing any brand can do is to keep on top of what is happening and Scope is a great platform for that.

Case in point, Coca-Cola is sponsoring the Beijing Olympics, no surprise there. But the recent riots in Tibet and the continued support of Sudan by China, highlights the risks brands run with their reputation. Groups have already started flooding viral video sites with videos like, “ABC news report Coca cola support China Killings in Tibet.” Clearly inaccurate and unfair to Coca-Cola but something that can be very damaging to a brand if a video like this gets out of control and spreads all over the place. Here is the video discovered by Scope for the Coca-Cola campaign: